Because Tyra Banks needs competition, supermodel Heidi Klum launched her very own fashion and lifestyle website with AOL last week. But instead of the sleek, black and white Internet home of a fashion expert we expected, Klum’s website caters to people looking for tips on how to manage their kids, careers, wardrobes and exercise routines. Klum’s crack squad of experts in various fields will help her disseminate advice on everything from home design to health and wellness.
And when you think about it, it’s a really smart idea for Klum to broaden her brand from fashion and fitness to the whole lifestyle shebang. Alongside pictures of what Klum wears every day (today it’s an Alexander Wang dress with nude Christian Louboutin pumps) readers find promises of what’s to come: posts about relationships and parenting and everything else that could make a busy person’s hectic, modern life run a little smoother. Is it original? Not quite. But Klum’s already so much of a brand in her own right that name recognition alone might prompt people to ask, “What would Heidi do?” What better place to put the answers to that question than her own website?
It hasn’t been up and running for very long, but we’d bet that Klum will soon have a huge digital fanbase.